Last Updated on August 12, 2024
Local festivals and holidays are the peak of consumerism in China, and one of the celebrations that Chinese consumers highly anticipate every year is the Qixi Festival.
Beyond its long-standing culture, the younger Chinese population embraces this holiday as a chance to express their affection creatively. Thanks to the convenience of social commerce channels, this consumer behavior opens doors for foreign brands to generate interest and potential sales within the local market.
In this post, we’ll explore the importance of Qixi Festivals in China and the digital marketing tips marketers can execute for a successful campaign during the event.
What is the significance of the Qixi Festival in China?
Held on August 10th this year, the Qixi Festival (七夕节), also known as the Double Seventh Festival or Chinese Valentine’s Day, is a traditional Chinese festival of immense cultural significance. Rooted in ancient mythology and folklore, it celebrates the romantic tale of the Cowherd and the Weaver Girl.
The story of the Cowherd and the Weaver Girl, celebrated during the Qixi Festival, is a poignant symbol of true love, devotion, and longing for reunions.
Qixi Festival decoration at a night market in Shanghai (Source: China Daily)
As the Chinese counterpart to Western Valentine’s Day, the Qixi Festival has become an occasion for expressing love and celebrating relationships, evoking deep emotions in the hearts of the Chinese people.
Consumption Trends During Qixi Festival in China
Before creating a digital marketing campaign for the upcoming Qixi Festival, it’s important to look at last year’s trends to understand how consumers spend during the event. Here are a few insights to consider:
- Chinese consumers are looking for traditional gifts during Qixi Festivals (e.g., cosmetics, jewelry, and perfumes)
- Search volumes for keywords like “gift,” “present,” and “gift box” showed a massive increase on Vip.com
- Overall sales on online discount channels rise up to 120% during last year’s Qixi Festival
- 22% of Qixi-themed gift boxes sold on JD.com fall under the cosmetics category
- Gen Z and Millennials in China focus more on gifting health and wellness products
- Travel-related activities and products are in high demand during the event
Tips on Promoting Your Brand During the Qixi Festival in China
1. Engaging Social Media Campaigns and User-Generated Content
Foreign marketers must be aware of the power local social media platforms hold, especially during peak consumer seasons like the Qixi Festival. For example, did you know that the hashtag #Qixi was used on Douyin about 66.19 billion times during last year’s celebrations?
Brands can leverage the increased traffic on these channels to amplify their message and meaningfully engage with their audience. Posting content that tells stories of love and devotion can captivate the attention of local consumers.
Huawei’s 2023 Qixi Campaign on Weibo (Source: Daxue Consulting)
Take Huawei’s Qixi Campaign as an example. The brand highlighted how their phones are instrumental in creating bonds and mending relationships. With the campaign aligned with the event’s theme, it quickly went viral and gained over 3.1 million views on Weibo.
Beyond video marketing, KOL collaborations often work well during local festivals. Featuring real couples or top influencers in the content can create relatability and authenticity, encouraging others to engage with the brand.
Louis Vuitton 2021 Qixi Festival KOL Campaign
Interactive campaigns and contests can also drive brand participation and generate user-generated content. Marketers can invite consumers to share their love stories, memories, or creative expressions of affection, encouraging them to use brand-specific hashtags or participate in challenges.
User-generated content showcasing the festival’s spirit can strengthen the brand’s connection with consumers and enhance brand visibility and reach as the content is shared and circulated.
2. Launching Qixi-themed products or discounts
The Qixi Festival is a prime occasion for brands to capture the hearts of Chinese consumers with couple’s products and romantic gift ideas.
By tapping into the festival’s themes of love, devotion, and heartfelt gestures, brands can create compelling campaigns that resonate with their target audience. Introducing limited-edition products or special Qixi-themed collections can generate excitement and exclusivity, enticing couples to indulge in meaningful purchases.
Qixi-exclusive gift box released by Elizabeth Arden
Jewelry, fashion accessories, beauty and skincare products, or other customized gifts that symbolize love and commitment can become sought-after items during this romantic time.
3. Collaborating or hosting a physical event
To engage consumers during the Qixi Festival, brands can create captivating experiences and offer memorable date opportunities. Collaborating with venues or organizing romantic events at their physical stores can provide couples with unique and enchanting experiences.
Candlelit dinners, couple’s spa treatments, or exclusive date packages that evoke a sense of romance can leave a lasting impression on couples celebrating the festival.
These experiences foster a deeper connection between the brand and consumers and generate positive word-of-mouth and social media buzz.
Why is the Qixi Festival important for foreign brands in China?
The Qixi Festival is deeply ingrained in Chinese culture and represents the enduring value of love. It emphasizes the significance of cherishing and appreciating loved ones.
The festival’s symbolism resonates with local consumers because it highlights the importance of emotional connections, heartfelt gestures, and the pursuit of true love.
As a traditional Chinese festival, it provides a unique opportunity for brands to tap into Chinese consumers’ cultural values and aspirations, creating campaigns that evoke the sentiments associated with the Qixi Festival.
Quick Q&A
What do people do during the Qixi Festival?
During the Qixi Festival, people engage in various activities to honor lovers. Common traditions include making wishes, stargazing, and crafting shaped fruit. Many also pray for love and happiness, making it a day filled with romantic gestures similar to Valentine’s Day, such as exchanging gifts, cards, and flowers.
Your Trusted Digital Marketing Partner in China
By embracing the spirit of the Qixi Festival and adapting their strategies to align with local customs, international brands forge stronger domestic visibility and drive their growth in the Chinese market.
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With its expertise and experience, Sekkei Digital Group can guide international brands on their journey to authentically connect with Chinese audiences and create compelling campaigns that leave a lasting impact.
Whether you’re launching an e-commerce store or looking for a KOL to work with, we have all the digital solutions you need. Contact us today, and let’s start working on your Qixi Festival campaign.
References:
What did Chinese consumers splurge on this Qixi Festival?
8 Luxury Brands That Won Over Qixi Festival Shoppers
Qixi Festival spreads love across China
Chinese Valentine’s Day: decoding how brands craft Qixi campaigns